When Australian Matt Corby posted a photo of his newly acquired Subway sandwich to the Subway Facebook page demanding to know why the so-called "footlong" was only 11 inches long, he most likely didn't intend to become the poster boy for sandwich injustice.

But over 100,000 likes later, Corby's three-word entreaty — "subway pls respond" — has become the war cry of a hungry mob clamoring for an extra inch.